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Beer Company Uses Super Bowl Ad to Plug Organic Farming
USAgNet - 01/29/2020

The Super Bowl spot for Michelob Ultra Pure Gold, the brand's organic beer, tells consumers if they buy a six-pack of the lager a portion of sales will go to farmers transitioning their farmland to organic.

According to CNBC.com, the Anheuser-Busch InBev brand is using its sixty-second commercial time to plug a program called "6 for 6-pack," which expands its earlier "Contract for Change" program that offers barley contracts for farmers transitioning their farmland to organic. The company promises that every purchase of a six-pack of Pure Gold will go toward helping farmers transition six square feet of farmland into organic. The agency worked with Interpublic Group of Cos.-owned agency FCB on the campaign.

Michelob rolled out Pure Gold in 2018 as an 85-calorie light lager made from organic ingredients. Azania Andrews, vice president of marketing for Michelob Ultra, said Pure Gold has generated $100 million in incremental net revenue since its release, with what she said was 10% of volume coming from people who are new to the beer category.

Andrews said the company is contracting with barley farmers guaranteeing it will purchase their organic grains at a premium once they've fully converted in the future. In the interim period, she said it's providing support and training for those farmers. The "6-For-6 Pack" program will run throughout the year.

Anheuser-Busch said it's working with the nonprofit CCOF Foundation to provide assistance to farmers working to steps to grow certified organic crops.

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